Language: NOR | ENG
2021/2022

INN3035/1 Brand Management and Innovation

Læringsutbytte

Upon successful completion of the course, the student will have achieved the following learning outcomes: 

Knowledge 

The student

  • can describe central theories for developing and managing brands
  • explain the function of brands for companies and consumers
  • identify various methods for measuring brand value
  • summarize current trends and newer research in the brand management field.
  • can discuss different perspectives on innovation and their relation to branding theories
  • has thorough knowledge of how innovation and brand management (theories & praxis) relate to each other

Skills 

The student 

  • can collect necessary information to perform a structured analysis of a brand («brand audit») using correct theories and terminology
  • can evaluate firms strategic brand decisions, use of brand elements, brand associations and positioning
  • can recommend feasible growth strategies, inclusive strategies for brand extensions
  • combine theories of innovation and brand management in discussions and analysis

General competence 

The student

  • masters scholarly insight using English, written and orally
  • can view brand management in context with other strategic and tactical business decisions
  • understands the mutual influence between brand management and innovation

Innhold

The students will become familiar with central issues, theories and models within brand management and innovation. 

  • Brand building, including measuring brand value and analysis of brand positioning.
  • Composition of brand loyalty and how consumers perceive brands, and use brand knowledge in the decision process
  • Brand associations, brand identity and establishing brand resonance. 
  • The role of Innovation in brand management.

Arbeids- og undervisningsformer

Lectures, seminars, individual and group work with mandatory hand-ins and presentations, independent study.

Students are expected to attend weekly classes on campus and to take active part in the classes. Expected workload in the course is 187,5-225 hours (according to ECTS-standard). 

Obligatoriske krav som må være godkjent før eksamen kan avlegges

  • Group presentation of outline for group project. 

Eksamen

  • Written group project (exam) in group of 3-5 students – Counts 45% of final grade
  • Three hours written exam under attendance - Counts 55% of final grade

The exam must be answered in English.

On group examinations, all group participants are collectively responsible for all content.

Both exams must be passed to receive a final grade. The performance will be evaluated by letter grade, A-F, where E is the lowest passing grade.

 

Tillatte hjelpemidler til eksamen

Group project: All. 

Written exam under attendance: None.